THE WHAT? Avon has launched a new brand repositioning designed to challenge preconceived ideas about the company. Watch Me Now, as the campaign has been named, aims to better reflect the contemporary version of the 135-year-old direct sales giant as a digital social seller.

THE DETAILS As part and parcel of this rebrand, the Natura &Co-owned social selling business has tweaked its logo and will be ushering in a bolder tone of voice – all the better to prove its relevance to today’s shopper.

“Watch Me Now signals the start of a new chapter for Avon,” said Angela Cretu, Avon CEO. “Avon has been doing beauty differently for 135 years and we aren’t stopping now – we’re just getting started. We are taking what we’ve learnt over the past 135 years about the power of relationships and social selling and applying that in today’s context – using new digital tools that enable our beauty advisors to earn flexibly today across their social platforms.

“We’re continuing to innovate and evolve, through investment in research, product development and people, to ensure beauty is democratic and accessible to all. And we will continue to speak out, drive change and positive impact on causes that affect women globally. The difference is that we are doing it in a more relevant, bold and confident way to Open Up Avon and grow our business.”

THE WHY? James Thompson, Avon’s Head of Brand, Categories and Stores, said, “There is huge awareness and affection for the Avon brand, but we have allowed ourselves to become a bit underestimated. We are a dynamic, bold, modern and inclusive beauty company; we are a quality brand that is relevant for all; we fight for issues that matter, such as gender-based violence and breast cancer. We’ve been offering a flexible earning opportunity since before women had the right to vote.  Watch Me Now brings to life the best of what the brand has always been and repositions it proudly in a way that calls to individuals and touches on collective concerns.”